12 JUN 2020
5 MIN READ
This week we have been thinking about how we can celebrate Pride Month in a lockdown, and how advertisers can step up and support the LGBTQIA community.
Understanding and Acceptance from P&G
P&G, the world’s largest advertiser, teamed up with GLAAD, a US NGO founded by LGBTQ folk in order to rewrite the script for LGBTQ acceptance, to produce the first-ever ‘LGBT inclusion in Advertising and Media’ study. The study measured how non LGBTQ Americans responded to LGBTQ representation in TV, films and advertising. Topline findings demonstrate high comfortability around viewing LGBTQ images in the media, favourability towards brands with LGBTQ-inclusive advertising, and that inclusivity in the media can lead to greater understanding and acceptance of the community.
Pride Inside with Clear Channel
Clear Channel has launched a campaign that celebrates the LGBT+ community during Pride month when parades would typically be taking place across the UK. However, due to COVID-19 and the government’s instructions to stay inside, the colourful parades will have to take a step back this year. The campaign, which has been created in partnership with Pride Inside (an online series celebrating Pride this year) includes images by and featuring the LGBT+ community. Included are a queer punk band from Belfast, a Newcastle drag king and original members of the Gay Liberation Front- all showcasing what Pride means to them.
Donation by L’Oreal
Following accusations of “gaslighting” in the wake of George Floyd’s death, L’Oreal is to donate £445,000 to LGBTQ+ charities. They will focus on supporting Mermaids – a charity that supports gender-variant and transgender youth in the UK – and UK Black Pride. In addition they have reconnected with their former transgender ambassador, Munroe Bergdorf, who will work in a consultancy role for the brand’s diversity and inclusion advisory board. Bergdorf says, “We are all in an exciting time of change. I hope this reconciliation is proof that we can all find a way to put aside our differences and work together to push for a more progressive, fair and equal world.”